Blind boxes have become very popular particularly among young people, giving rise to a new wave of business opportunities. The boxes that obscure what’s inside capitalize on game psychology and people’s desire to collect. Convenience stores across Taiwan have set up over 1,800 vending machines selling blind boxes for less than NT$200, with a phone as the biggest prize. Our reporter went to try their luck. Let’s see what they got...
Tang Shih-ching
FTV reporter
It’s not surprising that this vending machine sells snacks, but this one also sells blind boxes! Let’s try my luck. I didn’t get a phone, but I got a cute bag, that’s pretty good!
On a second try, it seemed like there might be something in the box, but it was just a brush and a cup bag. But blind boxes may not all be scams, as one player just got lucky!
Member of public
I’m really happy, I got 6,666 points! Let’s see if it’s real and exchange it.
This person got convenience store points worth NT$6,666. Recognizing the rising popularity of blind boxes, convenience stores have started selling them for less than NT$200. Each one has a prize, ranging from everyday items to AirPods, with a NT$30,000 phone as the biggest prize. It just depends on luck.
Member of public
A phone is really tempting, but it’s a matter of probability. I think most of the time you’ll get something bad.
With prizes big and small, it’s all a matter of chance. This blind box store in Ximen is four storeys tall, and it’s completely packed. It only opened last year, but its monthly revenue is already around NT$40 million, and the annual revenue of its stores across Taiwan is expected to reach NT$1.5 billion this year.
Customer
I usually buy ones from NT$3,000 to NT$4,000. It’s always a surprise to see what’s inside.
Customer
I think I’ve spent up to NT$10,000 this month. They also have lots of different outfits. I played with Barbies when I was young, and now I play with these.
Mr. Chang
Toy store representative
These blind box stores also offer some limited editions. Customers first sign up for a lucky draw on their website to get buying privileges, and only then they can go buy limited-edition items.
They periodically release limited-edition figures of licensed characters from Disney and Pixar, like Batman and characters from “Inside Out,” keeping loyal customers hooked on collecting them all.
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